Home/Posts/Content Marketing/GUIDE PROS AND CONS 2020 -WAU

Use of Emoticons in Content Marketing: Pros and Cons

More and more brands are turning to using colloquial forms of expression in their online communication. The use of social networks and other informal channels has made it common to see GIFs or other similar elements in a company profile.

Specifically, the use of emoticons in content marketing is another aspect of communication. This is because using these types of symbols makes the tone of messages more understandable and makes it easier for businesses and users to speak in the same language code.

“The use of emoticons should not be used randomly, or with the simple motivation of following a current, you have to know how to include these elements in a useful way and according to brand messages.

I will talk about this and how to get the best emojis below. Accompany me!

Emoticon: Conceptual delimitation

Let’s start by making clear what each concept related to emoticons means, since it is quite common to use this term to refer to any graphic representation that we use in a social channel. However, not everything we use is called an “emoticon.”


These symbols have been in use for decades. In 1982 the first intentional use of graphics was found to represent emotions. This was used in the middle of a digital text, and since then its application has been increasing.

“Emoticons are understood as sequences of characters that normally represent a face. Arms are also often included if needed to represent a specific emotion. ”

Within this type of emotional representations from characters, there are two different lines:

  • Western emoticons: The smilies we often see in content marketing strategies are often Western influenced. Those that involve turning the head 90 degrees to see the face formed.
  • Oriental emoticons: Those of oriental influence represent the face in the same sense as the text, without the need to turn to see and understand it. In UK these emoticons have hardly been used.


The evolution of emojis has led to the fact that, in addition to the traditional yellow drawing, we can now find all kinds of symbols that represent people, animals, plants or objects.

“Emojis are more modern than emoticons, and instead of being faces made up of characters and symbols, they are 12 × 12 pixel bitmaps that represent, through graphic design, a normally yellow face with different emotions.”

Use of Emoticons in Content Marketing: emojis

Currently, the offer of emojis is very wide, and it grows every year to offer options for social inclusion or new concepts that users claim to be able to use.


These are the most modern elements of all, since they are designed in full color and represent practically any type of feeling, emotion or concept.

“Stickers are illustrations or designs of a considerable size, and not regulated, that represent entire characters and not only their faces.”

Use of Emoticons in Content Marketing: stickers

They can be inserted into conversation chats, both on social networks and in messaging applications such as Telegram.

In addition, they are activated from the keyboard or by selecting an emoji that can be replaced by its synonym in sticker version.

These are not part of the text, as with emoticons and emojis, but are placed in their own space between box and text box.

Animated gifs

The last element that we are going to see does not come from the evolution of emoticons (as it happens with emoji and stickers), but in conversations and social channels it is increasingly widespread, so it has already become part of this family of symbols.

“Animated GIFs are compressed image files that allow movement of content thanks to the sequence of several static images.

They can be made of any size and the sequence has no limits, although they are usually short and loop through. ”

Use of Emoticons in Content Marketing: animated gifs

How to use Emoticons in Content Marketing?

As I have already mentioned, to use emoticons in content marketing you must know how to do it. It is not enough to choose a pair of symbols and introduce it in the texts.

These elements should always support the textual message and, above all, serve to qualify the tone (if it were confusing). For example, if you post a joke, you can clarify that it is not a serious message including a wink or laugh emoticon.

In any case, their use is also influenced by the channel in which they are used, since the tone is not the same if we are creating web content than if we are chatting with a client with a certain relationship with our brand or business.

Next, I leave you with some recommendations for use for 3 channels:

  • Your website.
  • Your social profiles.
  • Your direct communications via email or chat (among others).

Emoticons in your web content

Although the most common is to use emoticons and other animated elements in social profiles, you should know that this is not the only option you have.

Today, graphics of this type are also used on web pages and other digital texts. So much so, that many content managers (CMS) already automatically convert two symbols into an emoji.

Using emoticons, emojis, stickers and animated GIFs in our web content has advantages such as:

    • Attraction capacity: Users perceive these types of elements as something close and attracts them more than monotonous and boring texts.
    • Originality: Good use can help you stand out from the competition.
    • Message reinforcement: It reaffirms the message and makes it easier to put it in the minds of users.
    • Explanatory power: They serve to inform and transmit emotions when words are not enough.

They can be used within the text, or in some highlighted element such as a slider, a pop-up or a call to action. These elements are where they usually have the most impact, and they soften the orders given to users; for example “Continue reading” or “Click here”.

Currently, SEO-optimized texts tend to be long and sometimes tedious to read to the end. Therefore, the use of emoticons in content marketing is not unreasonable, since they help lighten the text and give the reader a break.

Emoticons on your social profiles

In social networks, it is surely where you have seen the use of these elements by brands more frequently, since they are the most “informal” communication channel.

In them, the use of emojis or stickers is more than accepted, even more than that of the emoticons themselves (which have already fallen into disuse). However, there are certain emoticons that continue to be among the most popular, such as “xD”.

You will have seen the use of any of these elements in:

      • Publications and comments.
      • Description of profiles and stories.
      • Automated messages (for example from the Facebook bot).
      • Bubbles from Facebook Messenger, DM from Twitter and other private chats.
      • Texts and sales banners in Social Ads ads.

This has a simple explanation, and it is that they are very useful resources with which to stand out on the bulletin board and capture the attention of the public.

Despite how accepted they are, this resource should not be abused. Think that users are looking for quality content that provides added value, so it is useless to fill everything with emoticons if they are not offered something else.

Emoticons in other brand messages

In addition to the web and social networks, there are other even more direct communication channels to apply the use of emoticons in content marketing:

      • Email marketing: Emoticons and emojis can be part of the subject of the email, the body of the text or prominent elements such as calls to action or banners.

      • Online chats: Many web pages have their own chat so that users can ask questions or inquire about specific aspects. The use of these elements helps to understand that the person who answers is a person (and not a robot).
      • Promotional banners: The use here depends on the graphic and corporate style of the brand in question, since they should not be included by force if they do not fit.

Where to download Emoticons for your content?

Many of the channels that we have seen already include their own emoticons to use in our content marketing strategies, such as WordPress CMS, which replace some symbols with emojis.

However, sometimes the range of options they present is not as wide, and brands need to look for other sources that offer them more variations when it comes to expressing emotions.

Depending on the channel in which you are going to spread the voice of your brand, you can find various sources that offer you emoticons, emojis, stickers and GIFs.

Emoticon fonts for web content

This is the channel that offers the least options. That is, if you are going to use emoticons themselves, you can design as many as your imagination allows (with hardly any limitations).

But if you are looking for emoticons that automatically transform into emojis in your CMS, you will find that very few are included in the content managers. They are usually limited to smiling or sad faces, and little else …

You can find other options on these pages and content banks:

      • Piliapp: It is one of the most popular fonts. It includes all the international emojis, which are usually the same ones you find on WhatsApp.
      • Getemoji: It stands out because its graphic designs are slightly larger than the usual ones, being able to use them for lower resolutions without losing quality.
      • Elite emoji: It is an app from which you can download emojis to edit your website (from your mobile or tablet).

Sources of emoticons and emojis for social networks

In social networks the offer is much broader. They allow the use of emoticons, popular emojis and personalized stickers.

Even so, for those who want to find much more complete options there are also some sources that can be very useful.

Social networks like Facebook have their own “stores” in which to acquire more options, but others like Instagram and Twitter have external sources:

      • Emojis for Twitter: This website allows you to select the theme you are looking for, the skin color you want to use, and some other variants to combine the requirements you need and create the most suitable emoji.
      • Instagram emoji: This content bank has a very good search engine that allows you to locate what you are looking for through the words of what the content represents. In other words, you don’t have to search directly image by image.

Other sources

You are also probably looking for emoticons for content marketing that you can use on other channels.

A good example is the social network Telegram, which in addition to being a messaging system, allows you to download as many thematic packages as you want from its online store.

Use of Emoticons in Content Marketing: emoticons in Telegram

Normally, they are packages starring a specific character that offers a wide range of emotions and feelings very well represented.


And so far my article on the use of emojis and all kinds of emoticons in content marketing.

Would you add any other source of resources to download these fun visuals?

Freelance Digital Marketing Consultant and Content Manager. He has university training in International Business Management and Teaching. She is currently the Marketing Manager of MadridNYC and administrator of the blog Diseñ

By |2020-05-12T03:51:59+00:00May 12th, 2020|Content Marketing|